Studies
Studies are the core of Utiq Pulse. Each study measures brand lift by comparing survey responses between exposed and control groups.
Creating a Study
Navigate to Studies > New Study to start the creation wizard.
Basic Information
| Field | Description | Required |
|---|---|---|
| Study Name | Descriptive name for your study (min. 3 characters) | Yes |
| Brand Name | The brand being measured (min. 2 characters) | Yes |
| Product Name | Specific product if different from brand | No |
| Description | Additional context about the study | No |
Deal Configuration
Configure DSP deal IDs for targeting your exposed and control groups.
| Field | Description |
|---|---|
| Exposed Deal ID | Deal ID for users who saw the advertisement |
| Control Deal ID | Deal ID for the control group (no ad exposure) |
Study Types
Utiq Pulse includes 7 research-backed question templates for different measurement objectives.
| Type | Purpose | Question Style |
|---|---|---|
| Ad Recall | Measure advertisement memorability | Yes/No |
| Brand Awareness (Aided) | Measure prompted brand recognition | Yes/No |
| Brand Awareness (Unaided) | Measure top-of-mind awareness | Multiple Choice |
| Brand Consideration | Measure purchase consideration | Yes/No |
| Purchase Intent | Measure likelihood to buy | Scale 1-5 |
| Brand Favorability | Measure brand perception | Scale 1-5 |
| Campaign Awareness | Measure specific ad memory | Yes/No |
Choosing the Right Type
For awareness campaigns, start with Ad Recall or Brand Awareness. For performance campaigns, consider Purchase Intent or Brand Consideration.
Multi-Group Testing
Multi-group testing (A/B/C testing) allows you to compare multiple creative variants or contact frequencies against a control group.
Setting Up Multi-Group Testing
1
Enable Multi-Group
Toggle the Multi-Group Testing option during study creation
2
Configure Control Group
Set up your baseline control group with its Deal ID
3
Add Test Groups
Add up to 5 test groups with custom labels, Deal IDs, and colors
Example Use Cases
Multi-group testing is ideal for:
- Comparing different creative designs
- Testing frequency impact (1x, 2x, 3x exposure)
- A/B testing messaging variants
Banner Requirements
Each group requires banner creatives in both sizes (300x250 and 300x600). Formula: Groups × 2 = Total Creatives
Managing Studies
Control your study's lifecycle from draft to completion.
Study Status Workflow
| Status | Description | Available Actions |
|---|---|---|
| Draft | Study in preparation | Activate, Delete |
| Active | Collecting responses | Pause, Complete, Delete |
| Paused | Temporarily stopped | Resume, Back to Draft, Delete |
| Completed | Study finished | Back to Draft, Delete |
Deleting Studies
Deleting a study is permanent and cannot be undone. All associated data including creatives and responses will be removed.